But the Red Raiders have been just as competitive as or even more competitive than the Longhorns and Cowboys when it comes to what actually happens on the field.
In the last eight meetings, it's knotted at four. No edge either way. And in Norman, Okla., where the Sooners have been so dominant, Tech pulled off one of the biggest upsets in recent memory.
OU and Texas Tech will square off again at Owen Field on Saturday afternoon and for the second time it's the Red Raiders (7-0, 4-0) who enter the higher ranked team. Tech is No. 10 in the BCS, while OU (6-1, 3-1) sits at No. 15.
With the huge showdown looming, we look back at two memorable past battles in the last five years.
2008: OU 65, Texas Tech 21
The infamous "jump around" game. OU coach Bob Stoops called out the OU fans the week of the game, telling them they needed to bring it against undefeated and second-ranked Tech.
The fans delivered and then so did the Sooners. OU was only up 7-0 after the first quarter before the Sooners went on a blitz in the second quarter, outscoring the Red Raiders 35-7 to take a commanding 42-7 lead to halftime.
Murray had 125 yards and two scores, while Brown totaled 108 and three touchdowns on the ground.
The Red Raiders were 10-0 heading into the game with dreams of playing for a national championship. It all went away on this night in November.
OU eventually held the BCS tie-breaker edge on both Tech and Texas and was declared the Big 12 champion. The Sooners lost to Florida in the BCS championship game.
2011: Texas Tech 41, OU 38
What? Stunned, no other way to say it. OU came in with a 39-game home winning streak and was 6-0. Coming off back-to-back romps of Texas and Kansas, the Sooners were eyeing another potential trip to the BCS championship game.
The Red Raiders didn't get the memo. The game was delayed for more than an hour because of weather, and when things were good to go, so was Tech quarterback Seth Doege.
Doege was 33-of-52 for 441 yards and four touchdowns. Tech outscored OU 17-0 in the second quarter to take a 24-7 lead into halftime.
Tech took a 31-7 lead early in the third quarter before the Sooners charged hard. Quarterback Landry Jones was 30-of-55 for 412 yards with five touchdowns and an interception. Sophomore wide receiver Kenny Stills had eight receptions for 135 yards and two touchdowns.
But OU ran out of time. The Sooners scored the final two touchdowns of the game but dug too big of a hole early to cap off what would have been a remarkable comeback.
Now the teams meet again with Big 12 championship aspirations on the line. Stoops has once again issued the challenge to the fans to bring the intensity or #CauseARuckus as has been the Twitter hashtag supported by the official OU football account.
OU has only lost five home games in the Stoops era, but three of them have come in the last two seasons, starting with the 2011 loss to Tech.
Nobody knows what to expect. But if history has taught us anything, it's going to be something memorable.